Newcastle Utd. Renames St. James’ Park to Tempt Stadium Sponsor

Nov. 10 (Bloomberg) -- Newcastle United renamed St. James’
Park stadium the Sports Direct Arena as part of the English
soccer club’s plans to sell naming rights to its home of 119
years to boost revenue.

The ground will be named after Newcastle owner Mike
Ashley’s Sports Direct International Plc retailer until a
sponsor to purchase the naming rights is found, the club said. A
2009 proposal for companies to link their brand to St. James’
Park was dropped because it “did not prove commercially
attractive,” Newcastle added.

“Naming the stadium the Sports Direct Arena helps up to
showcase the opportunity to interested parties,” Newcastle
Managing Director Derek Llambias said in the statement on the
team’s website. “We are now actively seeking a long-term
sponsor wishing to acquire full naming rights for the stadium.”

Newcastle, which is third in the Premier League this season
and one of only two unbeaten clubs, would join Arsenal and
Manchester City in selling the naming rights to their stadium if
a backer is found. Arsenal’s home is the Emirates Stadium, while
Premier League leader City plays at the Etihad Stadium.

Lambias said Newcastle’s jersey deal with Northern Rock Plc
expires at the end of this season, presenting potential sponsors
with the chance to acquire both the stadium naming rights and
shirt sponsorship.

“The board have a responsibility to maximize all revenue
streams for the benefit of the club,” Lambias added. “Stadium
rebranding offers a lucrative way for clubs to secure
significant additional income.”